by Michael Foster.
We all know what’s important in lead generation marketing: data, best practices, targeting and following intent. And we all know what channels work best for that: search, PPC, SEO, content marketing and social media. And we also know what doesn’t work for that — high-cost formats such as video, big budget television commercials and splashy newspaper ads.
Not so fast.
Using online video as part of your lead generation media mix is important for a variety of reasons. Here are a few of them:
1. Video Consumption is Growing
Online video content has been steadily growing for several years, and the proliferation of cheaper high data mobile phone plans, faster bandwidth speeds in metropolitan areas and lower production costs mean more people are watching videos all the time. With products like Twitter’s Periscope, it’s now possible to live stream an event in real time from one phone to an unlimited number of potential viewers. Just a decade ago, Apple keynote speeches were famous for causing a flood of traffic that crashed servers, making fanboys and fangirls frustrated as they repeatedly clicked refresh to see the newest unveiling. Those days are gone, making it easier than ever to watch more videos.
2. Video is Getting Cheaper
Part of the growth in video consumption is the result of growth in video production. More people are making videos because online video production, high-quality video cameras and recording equipment are getting cheaper and more accessible. Special effects, CGI and similar ways to add splash have also gotten more cost effective, meaning it is easier and cheaper than ever to make an online video. This is important because one of the arguments against using video too heavily for lead generation was that video costs too much to make. That just isn’t true anymore, and now some lead generators are using videos to amplify their message to more viewers.
3. Video and Data Combined Outperforms
Sites like YouTube and Facebook are bringing together video content with various data sets to make video ads targeted to the right audience at the right time. In the same way that search and display ads are targeted correctly, video ads are beginning to be targeted to the right people too, causing click-thrus and conversions to rise. This marriage of data and video means it’s possible to use the medium for lead generation in a way that actually works. Combined with the lower cost of making videos, video lead gen is truly becoming a thing.
At this year’s LeadsCon in Las Vegas, several panels will discuss how video and other platforms are driving advertising growth and lead generation campaigns for both specific industries and the broader industry as a whole. By discussing best practices for media mixes, measuring marketing ROI, using RTB platforms and leveraging mobile apps, several panels will touch on how video combined with other formats is making lead generation campaigns perform better than ever.
Click here to register for LeadsCon Las Vegas 2016.